About the project
A campaign for Hering that highlights women’s invisible labor with T-shirts that reveal messages under black light, sparking a conversation about women’s double shifts and donating proceeds to women’s mental health.
#BeingVisibleIsEssential sheds light on women’s invisible struggles.
Given these statistics, it’s clear that we need to shine a light on this issue. That’s why, with the aim of encouraging debate and highlighting the challenges of juggling multiple roles and promoting gender equality, GINGA created the #SerVisíveléBásico campaign for Hering, one of Brazil’s leading basic fashion brands for over 140 years.
With the goal of shedding light on women’s exhausting daily grind, we pose questions such as “If care is basic, why does no one see it?” and “If no one sees it, how can it be valued?”—phrases printed “invisibly” on the brand’s iconic and timeless white T-shirt, which become visible when exposed to black light.
"We know that invisible work is an issue that affects all women. It’s important to talk about it, since working beyond regular hours is leaving us exhausted. We came up with the idea in record time and are very happy with the campaign’s results."
Fernanda explains that the campaign was conceived through a co-creation process using GINGA’s proprietary sprint methodology, called UMDOIS, with an all-female team. The campaign featured several social media influencers, who created a space to discuss the topic and bring this conversation out of the shadows.
Standing Out Is a Breeze with GINGA
In addition, during women's month, 100% of the profits from the basic white T-shirts went to the Cactus Institute, which helps women's mental health. We were honoured that a fashion giant like Hering trusted GINGA to carry out this campaign that went beyond the basics.
The case, which fills us with pride, shone in Brazil, being awarded two trophies at MMA Smarties Brasil - one of the main marketing and innovation festivals globally, organized by @mma.latam.
11MM
The campaign saw explosive reach right from the first day of its launch.
2.3X
Discussions about gender equality exceeded industry benchmarks by a factor of 2.3.
